Hey whipple squeeze this summary how to#
Hey whipple squeeze this summary full#

While some of us would like to think we're brilliant enough that the first thing to come to our head is going to be excellent, the truth is that the good stuff is out there in the dark where we have to work to find it. The fact of the matter is that if you're trying to create an idea and you get stuck, it just means that you've moved past the obvious and cliche ideas that first came to you. This brings us to Sullivan's third point.Д®veryone who writes suffers from writer's block occasionally. Our natural instinct is to shoot down the ideas that are too obvious, but the truth is that if you spend some time with these ugly ideas you can often turn them into something unexpected. Filtering is one of the greatest challenges to creative thinking. When you've penned a few hundred ideas, then you can start analyzing them more closely to see which ones fit your strategy and have the most substance. If you really want to hit an idea that's creative and brilliant you can't filter out ideas during the initial process. Sometimes it takes a very long time and quite a bit of energy, but if you leap ahead of yourself you'll end up spending just as much energy and the final result will be much worse. Thinking creatively requires that you give all of your attention to forming an idea that you can build upon. If you spend all of your energy trying to make your visual perfect then it's unlikely you'll spend much on the idea behind it. This is a point Sullivan drives home again and again.

Hey whipple squeeze this summary how to#

A few of the chapters (television and radio) seem a little out of place in an interactive agency, but ultimately every chapter of the book had some valuable thoughts on the creative process.ДЇrom a business perspective, Hey Whipple is definitely worth reading however, I'd like to touch upon the broader value of the book - learning how to think creatively.

Hey whipple squeeze this summary full#

Sullivan draws on a depth of knowledge gathered over nearly two decades of experience in the industry and a dictionary full of wise words from advertising legends and contemporaries alike. Our book choice for the month of May was Hey Whipple, Squeeze This: A Guide To Creating Great Ads by Luke Sullivan. We also get in some quality peer learning. Our monthly book club is a fun way to stop, breath, and enjoy each other's company.